Genius is the UK’s leading gluten-free lifestyle brand, with a No .1 position in gluten-free bakery. The company produces a wide range of high-quality fresh breads, cakes, pastries, crumpets and pancakes. The brand caters to coeliac and health-conscious customers alike, disrupting a market traditionally dominated by long-life products.
Food, beverage & FMCG
2014 - Alumni
Verlinvest contact
Eric Melloul


Genius was founded in 2009 by chef and physiologist Lucinda Bruce-Gardyne, after her son was diagnosed with coeliac disease. Today, the business is headquartered in Edinburgh and is chaired by prominent coeliac, Sir Bill Gammell (Founder of Cairn Energy), with dedicated R&D and manufacturing facilities in Hull and Bathgate.

Since Verlinvest’s initial investment in March 2014, the company has grown rapidly in the UK through all major grocers, becoming the No. 1 gluten-free bread brand in France and developing a strong and growing presence in Germany, Benelux and other international markets.